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Abstract
This research compared the ability of the theory of planned behavior (TPB) and the altruism framework (AM) to predict paper-recycling behavior. It was comprised of formative research and a major survey. Data collected from 628 undergraduate students in Thailand were analyzed using structural equation modeling. Results showed that TPB was superior to AM in predicting paper recycling. Perceived behavioral control was the only significant determinant from the TPB; personal norms alone significantly predicted behavior in AM. A communication approach is proposed to reinforce change in sociopsychological factors that could lead to a long-term paper-recycling commitment.